Fractional CMO
Engagement
Most marketing problems inside commercial real estate aren’t marketing problems. They are leadership problems hidden inside broken systems.
When no one owns the infrastructure, the priorities, or the execution, the pattern becomes predictable:
Agencies operate without alignment
Tools stack without purpose
Brand assets deploy inconsistently across projects and markets
Teams are working harder each year while clarity declines
Costs rise
Growth stalls
Decisions get made without reliable data
The business carries the weight of a system that cannot scale
Fractional CMO Engagement closes this gap - a fractional marketing leader provides:
Strategic control
Operational discipline
System-level accountability CRE portfolios require—without adding executive headcount
Ownership of priorities
Enforcement of standards
Alignment across teams and vendors
Internal staff execution with direction
PROCESS
How it works
From that foundation, a 90-day rebuild of the firm’s marketing system becomes possible.
Fragmentation is eliminated. Redundant spend is recaptured. A unified operating structure is installed—one that integrates positioning, messaging, channels, analytics, automation, KPIs, and workflow into a single architecture built to support revenue movement and organizational scale.
Full assessment
The process begins with a full assessment of the existing environment: tech stack, vendors, messaging, workflow, KPIs, and team structure. Weak points become visible. Redundancy is removed. Leaks are identified early. Spend is reallocated toward what performs.
Operating system
An integrated operating system is then constructed. Positioning and messaging align across assets and business lines. Channels and campaigns are structured to drive measurable movement in revenue. Analytics, reporting, and automation shift from scattered tools to a streamlined, load-bearing framework. A unified KPI map replaces assumptions with objective truth.
Execution
Execution stabilizes. Workflow becomes disciplined. Cross-team communication strengthens. Vendor output aligns with strategy instead of operating in silos. Teams move from reactive to proactive. Leadership gains weekly visibility into performance, bottlenecks, and growth indicators.
This is not theoretical strategy. This is operational rebuilding.
Partnering with Shannon as our Fractional CMO brought clarity, strategy, and execution to our marketing efforts at a critical time of growth. She quickly understood our business, streamlined our marketing operations, and elevated our brand presence as we expanded across Texas. We now have a stronger foundation, better visibility, and a clear roadmap to move forward.
David Sanders, CEO, William David Homes
The system directly resolves the pressure points CRE CEOs repeatedly face:
Wasted spend is corrected through consolidation of tools, agencies, and redundant efforts
Lack of ROI clarity disappears once a single KPI map reveals what drives qualified leads and what does not
Fractional CMO Engagement gives you real results:
Internal breakdowns are addressed through workload structure, reporting rhythm, and project management discipline
Brand inconsistency ends when rollout follows a portfolio-level framework instead of ad-hoc execution
Growth constraints lift once the firm operates with a marketing engine capable of supporting expansion, advisor recruitment, capital raising, development velocity, and long-term scale
The outcome is a marketing function that behaves like an operating system—predictable, measurable, and aligned with the firm’s strategic goals
Who it's it for
CEOs, Founders, and Presidents of commercial real estate development, investment, or mixed-use firms managing portfolios between $50M and $2B.
Leaders who want clarity, measurable ROI, and accountability from their marketing function.
Firms preparing for expansion, capital raises, or new development launches that require brand consistency and strategic alignment.
Organizations with internal marketing teams or vendors that need executive-level leadership to unify strategy, execution, and reporting.
Companies looking to replace multiple agencies with one accountable system led by a strategic marketing partner.
Firms ready to leverage AI tools and outsourced expertise to scale efficiently and repurpose existing marketing spend for measurable growth.
Visionary leaders preparing their marketing operations for the 2026 landscape, where automation, analytics, and performance tracking redefine how firms compete.
Who it's not for
Startups or firms without existing revenue or a defined portfolio.
Teams seeking only tactical support such as social media management, design, or ad placement without strategy.
Companies that are not ready to restructure internal processes, vendors, or reporting systems.
Organizations focused on short-term fixes rather than long-term scalability and transformation.
Firms wanting a traditional agency model instead of strategic partnership, leadership, and measurable accountability.
Internal staff execution with direction
STILL NOT SURE?
Frequently Asked Questions
Can you work within our current agency and vendor setup?
Yes. Most firms bring me in because they’re managing too many agencies without measurable ROI. I evaluate what’s working, what’s redundant, and where spend can be repurposed. The result is one unified system with fewer moving parts and stronger performance.
Do you handle AI integration or marketing automation setup?
I don’t build tools. I design the system they operate within. I identify which platforms fit your goals, then coordinate specialists to implement them. You get efficiency without tech overwhelm.
What happens after the first 90 days?
The infrastructure is stabilized. I can stay on in a retained CMO role to drive growth, or shift into advisory to maintain structure and accountability.
Can we start smaller with an audit or pilot project?
Yes. The 30-day Systems Audit is the fast path: full brand and marketing breakdown, vendor evaluation, and KPI plan. It quantifies savings and gaps before a longer engagement.
Do you work directly with our in-house staff?
Yes. The goal is to make your current team more effective. I provide leadership, structure, and direction so they execute with confidence and precision.
How many fractional engagements do you take at once?
Maximum of three. This work requires deep integration with leadership, data, and operations. Limiting capacity preserves senior-level focus and measurable results.
How do you work with teams remotely? Do you come onsite?
Hybrid. Strategy and weekly leadership remote, supported by live dashboards and shared tools. Onsite as needed for executive sessions, investor meetings, or brand workshops.
How do you measure success?
Defined metrics: visibility lift, qualified lead flow, reduced waste, investor readiness. A live KPI tracker shows weekly progress in real numbers.
Will this add more work for our internal team?
No. It reduces it. The systems remove busywork, automate reporting, and create clarity so the team shifts from reactive to proactive.
We already have multiple agencies handling this.
You don’t need more vendors. You need alignment. I consolidate what works, remove what doesn’t, and design a unified system that saves time and money.
We plan to bring marketing fully in-house.
This prepares you for that. I architect the system, upskill your team, and create the foundation so you can scale independently.
We’re exploring AI or outsourced teams but haven’t started.
That’s where most firms are. I integrate the right tools and partners so they deliver measurable ROI instead of confusion.
We’re not sure we have the budget.
You’re already spending it inefficiently. Most clients uncover six figures in reallocated spend in the first quarter.
We need results faster than a quarter.
You see clarity in 30 days. The early phase targets leaks and immediate impact points so momentum starts fast.
We’ve used strategy consultants before and didn’t see execution.
This is different. I embed with your team and lead execution myself. No handoff deck. No abandonment.
We’re still figuring out how AI fits into our business.
Ideal timing. I define where automation supports you, where human strategy is non-negotiable, and how to integrate AI without losing control.
